August 16, 2000
Case Study

American Savings Bank Significantly Increases Small Biz Accounts by Helping Them Do Biz on the Web

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SUMMARY: No summary available
CASE STUDY

CHALLENGE
American Savings Bank (ASB), based in Hawaii,
wanted to increase business deposit accounts; plus, boost
ePacifictrader.com, a local ecommerce site of which ASB is
the lead sponsor. ASB’s business banking customers are
predominantly small to medium-sized businesses, a market
that makes up 98% of all the businesses in the state.

CAMPAIGN
The bank realized most small businesses in Hawaii
want to do business online, but aren’t qute sure how to get
started. So this May ASB launched its Business Power
Source campaign to tap into this need. By opening a new
business checking account customers would also receive
special discounts on services including computer training,
IT consulting, ecommerce and Web site development. Plus
they could add up to five of their products to the ecommerce
shelves of ASB’s partner e-store ePacifictrader.com,
free-of-charge.

COST: The bank spent $11,000 on its Business Power Source
marketing campaign and invested an additional $89,000 in
ePacifictraders.com’s development and sponsorship. Both
campaigns were funded from the bank’s marketing expense
budget.

RESULTS
The Business Power Source campaign attracted local
newspaper and TV coverage over a period of several months.
As a result of both campaigns, ASB significantly increased
its deposit accounts. In addition, about 50% of the
merchants now on ePacifictrader.com are new customers of
ASB.

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